IOL
Independent Media's national news network online.
IOL at a glance
IOL is a news & media website and one of the most visited sites in South Africa, currently ranked #5 in the country. It was founded in 1999 and is headquartered in Cape Town, South Africa. Today IOL is owned by Independent Media. Our estimates put its audience at ≈ 16 million visits per month. The business earns money mainly through advertising, sponsored content. Its closest rivals include news24.com, timeslive.co.za.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 15 million / month | +2% |
| Q2 | ≈ 15.5 million / month | +3% |
| Q3 | ≈ 16 million / month | +3% |
| Q4 | ≈ 17 million / month | +6% |
Traffic sources
- Direct37%
- Organic search34%
- Social18%
- News aggregators8%
- Email3%
Audience & demographics
- Men55%
- Women45%
- Age 35-4426%
- Age 45-5423%
- Age 25-3422%
The audience is concentrated in South Africa, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- South Africa86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 4.8 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- South Africa
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| iol | 1 | Very high | Dominant |
| breaking news | Top 10 | High | — |
| today's headlines | Top 10 | High | — |
| live coverage | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the South Africa web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 79% mobile
- Position in country
- Among the leading news & media apps in South Africa
Company information
- Website
- iol.co.za
- Sector
- News & Media
- Owner
- Independent Media
- Owner type
- Private media company
- Founded
- 1999
- Headquarters
- Cape Town, South Africa
- Ownership
- Independent Media controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- English
- Top traffic sources
- direct, organic search, social
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Private media company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
IOL operates a news and media publisher focused on South Africa. Independent Media's national news network online. Revenue comes mainly from advertising, supported by the other lines listed below.
- Advertising
- Sponsored content
International presence
- Primary market
- South Africa
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (South Africa)
- #5 in this index
- Sector rank
- Leading news & media site in South Africa
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| news24.com | ≈ 9.6 million / month | #6 class competitor | — |
| timeslive.co.za | ≈ 7.2 million / month | #7 class competitor | — |
What is IOL?
IOL (iol.co.za) is a news and media publisher serving users in South Africa. Independent Media's national news network online. It ranks #5 among the most visited websites in the country in this index, within the news & media category.
Who owns IOL?
The site is operated by Independent Media. The company was established in 1999 and is headquartered in Cape Town, South Africa.
Traffic and audience
Traffic estimates place IOL at roughly 16 million visits per month, about 0.5 million per day. Around 79% mobile of sessions come from mobile devices, and visitors view about 3.1 pages per visit with an average session of 3 min.
How IOL makes money
Revenue comes primarily from advertising, alongside sponsored content.
Competitors in South Africa
Its closest rivals include news24.com, timeslive.co.za.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1999
IOL is founded in Cape Town, South Africa.
- Growth phase
Expands its news & media offering and moves to a mobile-first product.
- Today
Ranks #5 among the most visited websites in South Africa.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Broad daily news coverage with national reach
- Fast breaking-news publishing
- Free access to most articles
- Strong presence in search and social
Cons
- Heavy advertising load on article pages
- Editorial line criticised by parts of the audience
- Clickbait headlines on high-traffic sections
- Paywall limits on premium content
Key statistics
Frequently asked questions
Who owns IOL?
IOL is operated by Independent Media. Private media company structure, based on public filings and press reporting.
Where is IOL headquartered?
IOL is headquartered in Cape Town, South Africa.
When was IOL founded?
IOL was founded in 1999.
What is IOL's revenue?
IOL does not publish standalone revenue; income comes from advertising, sponsored content.
Who are IOL's competitors?
Main competitors in South Africa include news24.com, timeslive.co.za.
How does IOL make money?
Mainly advertising, sponsored content.
Is IOL publicly traded?
No — IOL is not listed as an independent public company; it is operated by Independent Media.
How many visitors does IOL get?
Third-party estimates place IOL at roughly 16 million visits per month, mostly from South Africa, with 79% mobile traffic.
Is IOL safe?
IOL is an established news & media site founded in 1999 and ranked #5 in South Africa; use the official domain iol.co.za and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsiol.co.za
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageSouth Africa and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos